Cipher Sports Technology Group announced Wednesday the launch of Convertr, a new sports wagering customer analytics and data matching platform. Described as an “industry-first,” the platform provides organizations with data insights on their respective matched and unmatched customers’ behavior and interests, based on customer data held by partners.
The Australian technology and predictive analytics firm created Convertr in partnership with IXUP and said the platform is designed for “powerful and secure” database collaborations between media companies and sports leagues, in conjunction with their respective betting operator partners.
“With Convertr, partners can connect and securely collaborate with data outside of their own organization, with 100% control, security and privacy,” the company said in a statement. Furthermore, Cipher announced it is currently in the process of finalizing two unnamed product launch partners.
By unlocking information assets held across different partners, companies can better engage with both active and dormant sports bettors through custom-tailored marketing campaigns that appeal to each individual user, said Cipher, ultimately increasing betting turnover.
Convertr allows both the betting operator and the strategic partner to securely upload their own customer data to the platform, where it is encrypted “to the highest global standards.” Once this data is ingested, each party only has access to its own set of customer data insights, which are derived from users’ actions and behaviors across the two platforms.
The solution then allows both partners to gain detailed data on their respective users, “one of the first platforms in the world with such capabilities,” according to the Melbourne-based firm, which also has an office in New York City.
For example, if it’s determined that an ABC Media user bets solely on NBA with XYZ Sportsbook, but also reads a lot of PGA golf content on ABC Media’s platforms, XYZ sportsbook can use the insights generated from the Convertr data match to market their PGA golf products and offers more effectively to this user, in order to drive wagering outcomes.
ABC media can then work with the sportsbook on custom marketing campaigns designed to re-activate, or re-engage the XYZ sportsbook user, explains Cipher.
“What differentiates Convertr from other data matching platforms is that it is designed to provide mutual benefit for both parties engaged in a strategic partnership,” said Adam Fiske, Cipher Sports Technology Group Chief Executive. “No other platform can provide this level of understanding of customer behavior and interests, providing valuable insights to both parties, while also meeting the strictest data protection and privacy standards.”
Convertr has an ISO/IEC 27001 management certification to guarantee information security across processes and systems. “This global certification provides assurances to clients of its ability to maintain the security of sensitive information and meet strict data compliance requirements,” said the firm.
Original article: https://www.yogonet.com/international/news/2023/03/10/66389-cipher-launches-sports-betting-customer-analytics-and-data-matching-platform-convertr
